Ok, first of all, I have to tell you: I’m a fan of sweatshirts. I wear them pretty often, and right now I even prefer to them to wool sweaters. I like the way they look, I like their cool side, and my favorite is by Isabel Marant for H&M. I put it on every time it comes out of the machine, and I wear it until it’s time to wash it again (we all have clothes like that, right?) I like really simple sweatshirts, but I also like ones with inscriptions — preferably vintage, even though I’ve also seen some new ones that caught my eye…

But…a Coke sweatshirt, really? Where did that come from?

Well, I really don’t know. I mean, I know! I know where the idea came from — it’s from the amazing Marc Jacobs collection that came out this summer, and frankly I want to buy it all — even the sweatshirt with the reclaimed Coca-Cola logo on it.
The thing is, if it’s Marc, we all know it’s ironic — he’s making it his own, making a statement about our society. That’s what he’s always done, and I love him for it.
Seeing his show really makes you understand his vision. It was like the girls had come out of a storm, wearing whatever they had found in the wreckage… It was sad and poetic and beautiful.

But this sweatshirt isn’t Marc’s. It’s from Topshop. I don’t doubt they were inspired by the idea and decided to take it even further. Keisha was wearing it the other day at the Studio, and I thought it was a really fun piece. A little ironic, a little iconic. You know what — I actually think I like it.

I really like it! I think it goes hand in hand with the whole street wear we have been seeing of late. Running shoes, sweatpants, sweatshirts…they are everywhere. I like this trend because it is easy and oh so comfortable. However, you still feel stylish. It is kind of the best of both worlds. I’d like to get an oversized sweatshirt tshirt for summer.
Thanks for the inspiration!

I love fashion sweaters too. Love the Givenchy Bambi scuba one, but my favorite in this moment is from No. 21, scuba with a palm picture in the front and lace in the backside! Honestly, however, I find that 1.380 € for the Marc’s is a bit too much!! (Even if sequined)

I have a coca cola tank that I adore, but I also love it bc I am from the South and it’s a Southern brand. Southern women are really into Coke stuff like all older women keep Coke collectables and stuff lol.

Would you wear clothing with an EXXON or Haliburton logo if Marc Jacobs made it?
My opinion is that you should choose your logos carefully, the way you choose your political party. You are a walking billboard for a huge multi-national company who is laughing all the way to the bank and you’re giving them free advertising space on your body. We treat this too casually now. Ironic? yes.

I agree. Totally. I know, I know it’s “fashion” but I could no more wear a sweatshirt advertising a product that is so bad for your health… think diabetes…than I could wear one advertising Monsanto. Ugh. Coke is not cool.

Right on Paula. You nailed it! I wouldn’t wear a logo if you PAID me, and I sure wouldn’t PAY a corporation to promote their brands on my body. I prefer my own identity and personality, thank you very much. This kind of thing is a particularly thoughtless kind of consumption in my view.

Branding? It’s up to the wearer. It’s a free country. But classic sweatshirts are cool! I just bought an old school solid navy Hanes sweatshirt at the corner store for $9.99 over the weekend and I LOVE IT! oldschool is newandcool.

Not ‘reclaimed’, Garance; you mean ‘appropriated’. It’s not the same thing at all (especially when it comes to art, fashion, advertising and copyright law). MJ et al would’ve paid for the use of that Coke ‘swirl’, as it’s protected by countless legal restrictions. Which is good to know, just in case there’s something you might want to ‘appropriate’ yourself one day ;)

Hate Logos…Love Sweatshirts…they’re cozy when you want it — but not too hot when you don’t. You can work in them, shove up their sleeves (and not worry about stretching them out), Haul gear in them and eat french fries and burger in them…they rule.

It’s not even free advertising, because I have to take money out of my pocket to wear it and advertise something that – in any amount – is just BAD for health… Coke is getting me to pay for THEIR advertising? No thanks.

So although I love wearing proper vintage sweats, in this case – for me – no: just “No”.

Weirdly, Coke tastes like what I imagine rust to taste like. I’ve never been a fan. The irony is definitely reserved solely for Marc Jacobs who is profiteering off the status obsessed. Really? Wearing an advertisement for the Coca-Cola Company? Akin to wearing an expensive shirt with Monsanto emblazoned on it. This is not intelligent fashion. In fact it’s not fashion at all. It’s an ugly unfashionable grab … tasteless. Sorry to sound so curt, but to me it represents what is wrong with the world.

I actually think it’s a fashionable shirt! it’s like the ninetees all over again but with a doze of posh! I think I’ve even seen some fashionistas wearing someting like that for some fashion shows in Paris, London and NYC! So why not? Wearing this type of logo sweater, you can always say you’re prepared for a run, or a show!http://www.coolallure.com/

Looking at the picture it looks cool and as a fashion picture or in a fashion show it is cool,but I think it depends on who is wearing it, like so many clothes in the real world unless worn by a person whose personal style can carry it off, it would just look like someone wearing a Coca Cola sweatshirt.

When I was a manager at a big department store in the late ’80s we sold Coca-Cola clothing, and it looked like this. Nothing is ever original, is it? I’m sure the stuff we sold was at a much lower price point than Marc Jacobs. Alas, most of it ended up in the clearance bin!

I worked as a photographer at the World of Coca-Cola museum last summer. As you can imagine, I happily ended up with quite a few Coca-Cola t-shirts and sweatshirts. Based off of your comment, “But but but… a Coca-Cola sweatshirt!??,” I think you must be on #teampepsi Garance ;)

Playful, but not in any way ironic. Those sweatshirts are like wearing Mickey ears outside of disneyland. You aren’t subverting them, you aren’t using them against meaning, you are just being cute and playful by wearing them.

Same thing here. Coke would never object to this sweatshirt. It does not go against the meaning or associations of coke to wear this sweatshirt. It’s a young, healthy person and a coke logo. As it always has been.

So, yeah, it’s playful. On the other hand, if I were (still?) a young beautiful woman i wouldn’t want to be a shill for any brand other than my own personality/reality/self.

Paula, how true…people would wear anything without thinking. Well, we see plenty of people on the streets wearing t-s with che guevara and it looks like they are proud of it, maybe one day we will see other heroes of the history on some t-shirts too.
It’s so annoying because at the same time many would love to find anything but logo. Even my favourite striped petite bateau t-shirts for kids got small logo this year:(
Coke means nothing better than Marlboro to me (even if I drink it once or twice a year).